Taking a new direction with their curation of exhibitions and events, The Rubin Museum of Art in New York decided to frame their yearly programming through a theme: The Future is Fluid.

Wax Studios concepted and designed a campaign that simultaneously acknowledges the depth and historical value of the Rubin’s collection, while pushing forward with rendered fluid-like graphics and bold typography. The design initiated with animated form, experimenting with rendered fluid and the resulting augmentation of type and image. This process generated a campaign that easily transferred from print to digital, motion and still communications.